Adapting Your Business to Seasonal Changes: Why It Matters
Seasons come and go, and when they do there’s a lot that comes and goes with them. On a personal level a shift can be felt as summer weather bids us farewell and fall makes her grand entrance with pumpkin spice and everything nice. The days are shorter and the nights seemingly endless. Shopping is at an all time high and traffic exists all hours of the day. Plans are underway to gather with close friends and family. It’s time for home decor stores to shine and take all your coins with cozy, smell good things. Every year around this time of year I begin to feel a shift as if something is on the line or hanging in the balance. I also become hyper aware that more than half the year has flown by and I can’t help but feel like I should make the best of the remaining months while also preparing for the year ahead. Essentially, I get a second wind that can sometimes feel like a wake up call or at the very least a need to pay attention to every detail of my surroundings and aspect of my life, and focusing on my business is no exception.
As I think about how shifts in the season can potentially affect success in business, I invite you to come along and gather tips for upscaling your business. After all, fall is harvest time; it’s time to reap what you’ve sewn all year long, time to continue nourishing and flourishing. This is not the time to slow down or stop. There’s so much promise and so much to look forward to. Follow me as we consider the benefits to season changes for entrepreneurs. Some of the things to consider are as follows: consumer behavior, seasonal promotions, timing and messaging, seasonal trends and data, cultural and regional variations, and creative and visual adjustments. Ok so I know this is a lot, so we’ll take it slow and of course I’ll provide practical examples that you can implement and use to grow your business.
Understanding Consumer Behavior in Autumn: What Your Customers Want
As an entrepreneur, it is vital that you are in tune with consumer behaviors. Ask yourself “What are customers looking for this time of year?’ Your job is to be the answer to the question. Find out how your specific business relates to consumer behavior. During the fall seasons hone in on purchasing or seasonal buying patterns. Typically consumers shift their focus to gift-giving and home decor this time of year, this is what trends show us. Given this information, figure out what your unique business can offer a consumer. If your brand or product doesn’t fall into the home decor category I’m sure it falls into the gift category, as just about anything is a gift when given to the appropriate person. Dig deep and be the answer to a patron’s question.
Maximizing Sales with Seasonal Promotions: Deals That Drive Revenue
Seasonal promotions are totally a thing and who doesn’t want to make their money stretch? We’ve already established that consumers allocate more budget during this season and the next to gift giving. Who wouldn’t want to get more bang for their buck? Smart and money-conscious shoppers will wait the allotted time to save. This is a perfect time to sell your brand, to make your presence known. Offer a percentage off your product or create a bundle, with a catchy promo code that will keep people buzzing and talking about your business. Be sure to always look at the bright side; sales and promos are not so much about giving things away as they are about familiarizing others with your brand. It is a good opportunity to move old inventory to make room for new rollouts. Keeping our eyes on the prize, the goal is to get our name out there. Additionally, we can offer weather-driven promotions, thus using season changes to our advantage. This approach might be best suited for someone with a clothing, food, or appliance business, because of course fall calls for wardrobe changes, yummy and soothing foods, and a heater or cozy fireplace.
Crafting Effective Seasonal Marketing: Timing and Messaging Tips
When thinking of season changes as it relates to branding, timing and messaging can help you reach personal goals for your business. Use seasonal messaging to your advantage, paint a pretty picture with crafty words and visual aids to match. I remember working at Starbucks during the holidays and one of my artistic coworkers would always take her time decorating the removable magnetic chalkboard that was central to the menu board. She would use seasonal colors and a cute catchphrase to highlight a promotional beverage or fan favorite. Who would’ve thought such a seemingly small component would have a significant impact on sales, but it did. Somewhere between the clueless newbie and the indecisive caffeine junkie were the customers that would point to the chalkboard and say “I’ll have one of those.” It was for sure a form of suggestive marketing but the delivery gave it its appeal, a message in a pretty package if you will.
Timing is equally as important as the message itself. Using phrases such as limited time or seasonal creates a sense of urgency and FOMO (fear or missing out). At times things are genuinely seasonal because they are only produced during a specific time of the year. Other times things are seasonal to build anticipation. Once you have established a loyal fan base, you can “withhold” products for a short time before restocking, thus building anticipation and giving people something to look for. Consistency is key as well; if a seasonal product returns at the same time each year or on a specific cycle, consumers will fall in line, a routine will build, and they are likely to share with others. Bath and Body Works annual candle sale, the arrival of pumpkin spice at Starbucks and the peach milkshake at Chick-fil-A are a few examples of the impact timing and messaging can have on marketing and advertising.
Leveraging Historical Data: Using Seasonal Trends to Predict Business Growth
As a business owner it is a good practice to look at the numbers from years past. Take a look at revenue but also product movement, quantities. This is a great measuring stick for establishing a game plan for the future. By using predictive marketing, companies can leverage data from previous seasons. I remember a time when the highly anticipated Pumpkin Spice Latte would show its face at Starbucks in October or November. Since having worked there around 9 or 10 years ago, it comes out sooner and sooner each year, making its appearance around late August this year. In my opinion, the moved up launch dates were made possible because someone was watching the trends and gauging the products' undeniable popularity. This can easily be applied to any business. Simply look at years past to make projections for your brand’s future. It’s been said “you can’t know where you’re going if you don’t know where you've been.”
Cultural and Regional Variations: Tailoring Your Approach for Local Markets
Cultural and regional variation is where it gets interesting for me. I love people, and “studying” people is a favorite pastime of mine. I’m intrigued by what makes people tick and what draws them in, engages them. Getting feelers out and engaging people can make this part of branding a walk in the park. For me it comes naturally, while for others it’s hard work. All of what I just said boils down to knowing your target audience. Regionally, weather differences exist, therefore, the apparel and appliances needed to weather season changes differently. For example, the sale of fireplaces and accessories may soar in the Northeastern United States during the fall and winter months, whereas the increase in the sale of firepits will most likely peak in South Florida purely for aesthetics. Selling fur coats in South Florida would likely be counterproductive and simply a waste of time. Feel out the season and move accordingly.
Additionally, people celebrate season changes differently based on culture. As a seller, entrepreneur, brand, business owner, etc., it is your job to know your target audience as well as those who have taken interest or could benefit from your brand. I remember working for Whole Foods, which is a notable high-end grocer, and once the holidays were in full swing there were very culturally specific products that were marketed. I recall there being a focus on the Jewish community. The deli offered latkes, matzah crackers were on the end caps of several aisles, and the bakery had challah bread coming out of its ears. This simply was not the case in the grocers near my house; that particular Whole Foods understood the assignment and the demographics of the surrounding neighborhood and catered to it. They supplied the need, it’s as simple as that.
Creative and Visual Marketing Strategies: Tell the Season's Story
My last tip for utilizing season changes to upscale your business is to take advantage of creative and visual adjustments, and tell the season’s story. For every visual, a message should be effortlessly conveyed and vice versa. Red cups at Starbucks mean “It’s Christmas Time.” Pumpkins in the foyer at Whole Foods mean “Fall is Here.” If your business is skincare, candles, or anything scented you’re going to want to incorporate scents like pumpkin and cinnamon for the fall and mint and pine for the winter. If wrapping paper or textiles are your thing your visuals should consist of cornucopias, squash, leaves, brown, burnt orange, and maroon for the fall; winter should tell of Christmas trees, holly, nativity scenes, Santa, reindeer, red, green, and white. Rooted in tradition and repetition of course, these are correlations that can be identified almost without thinking. The goal is to create a seamless connection as it relates to your business.
This is still part of my final advice to you; create the content! As summer fades and fall is in full effect I've found myself bringing various types of content but all that are near and dear to my heart. Content exists surrounding any and everything you could possibly think of, and for the content that doesn’t exist, create it. Among my favorite content this fall are home decorating ideas, wardrobe refreshes, hair and nail colors, and comfort food recipes. As a result, my home and personal style are better for it.
As seasons change, may you find your angle, sell your brand, and believe in what you bring to the table. Tell your story in every way you can, leaving no [leaf] unturned. The practical tips shared here are just the beginning – at Jali Creatives, we specialize in crafting personalized, results-driven marketing strategies tailored to your brand's unique needs. Whether you're looking to refresh your content, launch a seasonal campaign, or need creative guidance to stand out, we’re here to help. Let us at Jali Creatives be the partner that helps you seize the opportunities this season brings. Schedule a free consultation today and let’s elevate your brand to new heights! It’s Fall Ya’ll!!!
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